How to easily engage today’s consumers on digital?

Today, brands have to address highly connected and informed consumers who tend to be less loyal to the brand. So what digital strategy should brands implement in order to identify, understand, engage and retain these new consumers? 

The profile of the typical consumer has evolved towards a conscious citizen who holds strong ethical values. Digital transformation has granted access to a gold mine of information and allowed buyers to go from consumers to actors who care about how brands produce and sell their goods. The notion of responsibility has become one of the main purchasing criteria. Also, environmental and societal expectations are becoming increasingly important when it comes to choosing a brand and remaining loyal to it. 

Thus, brands hoping to establish a sustainable relationship with their target audience find themselves confronted with a double issue today: reach their target at the right time in their digital journey (come to their attention and generate interest and consideration) and address them with a message adapted to their expectations (values, tone, offer). In order to do so, the targeting strategy should be based on fresh and highly qualified data, but also on the capacity to personalize the messages in real time. Based on the results of our campaigns, this strategy does not only allow to considerably increase engagement rate (x2,5) but also to bring qualified visits to the website (decrease of the bounce rate by 30%).

The relevance of the broadcasting environment is also an essential aspect to engage potential buyers in the most effective and qualitative way. A brand’s image can be easily impacted, either positively or negatively by the context of the page where the ad appears. Thus, it is necessary to guarantee a brand safe environment matching the brand’s values.  The goal is to associate the brand’s message with quality content while always respecting user’s browsing. According to an IAS study, ads associated with quality content are more favorably perceived by 74% of the users, and result in 30% higher memorization rate. 

To engage your audience is one thing, but to guarantee an unforgettable experience is another. The brand’s ambition must be to deliver an exciting and intuitive experience on all digital touchpoints (websites, applications, social networks, digital ads) but also in stores and during events. 

Video is an excellent way to create a strong connection with consumers. 73% of web users declared they remembered a brand or product more easily after a video campaign and 81% of them made a purchase after watching a video of the brand. The use of innovative and impactful video formats on mobile and desktop will allow you to reach out more efficiently to your audience offering an immersive and non-intrusive experience, it will also have a positive impact on sales. 

 

[1] YouGov study for GT Nexus published in 2017

[2] Digital Ad Trust : interprofessional initiative (SRI, l’UDECAM, le GESTE, l’UDA, l’ARPP et l’IAB France) destined to evaluate and to value the quality of websites engaging in responsible advertising practices  (brandsafety, visibility, fraud, ux, GDPR)


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